Brand Positioning

Positioning and repositioning a brand

Brand Positioning


Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014

This event report demonstrates how Crest, Procter & Gamble's oral-care brand, defied category conventions to create a Halloween sensation.


Tom Patterson, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Petplan, the pet insurance company, relaunched its brand and moved the focus to online in order to increase its share of a difficult UK market.


Helen StQuintin and Neil Godber, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Blue Dragon, an oriental food brand, moved from an 'authentic' brand positioning to 'convenience' to increase frequency amongst light users in the UK.


Rob Ward, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Cuprinol, the garden woodcare brand, attracted a new female audience to a low interest category in the UK to grow new value.


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014
This event report demonstrates how American Standard, a company best known for its bathroom fixtures, successfully put a clear, consistent purpose at the heart of efforts to revive its brand. In a low-interest category with a long purchase cycle, purpose-driven branding holds huge promise as a means of engaging shoppers.

Michael Lee and Bryan Jago, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how easyJet, the low-cost European airline, employed its first ever brand campaign to improve brand and sales performance, while reducing marketing investment.


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report argues that scarcity has been a key factor behind the success of "The Most Interesting Man in the World" campaign from Dos Equis beer.


Paul Handley, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how QualitySolicitors, a network of solicitors in the UK, took a new approach to the category to build trust, by making the brand feel more personable and approachable.


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report explores Nissan's emotionally-driven approach to marketing, which aims to foster a clear sense of excitement around the brand.

WARC RECOMMENDS


BEST PRACTICE

How to position effectively

Tips, reminders and recommended reading


ARTICLE FOCUS

Create brand appeal

Implicit marketing and repositioning brands


BEST PRACTICE

Brand positioning statements

A practical how-to guide for marketers


CASE STUDY

NRMA: Differentiation makes a massive difference

Positioning a brand to justify a price premium